ACTIVE CAPITAL Marketing de la Relation Client (Prospection et Fidélisation Clients)

Vision

Mission

L'équipe

Références

Approche

Customer Insight

Marketing relationnel

Etudes

Systemes d'information

Approche

Email-marketing

Call Center

Mailing postal

Megabase Active Capital

Bases internautes

British Telecom

Renault France Automobiles

Health company

Ipsos Insight

Volvo Aftersales Service

Credit Suisse

Cas client : Renault France Automobiles

Comment générer des leads commerciaux en concessions lors du lancement d’un nouveau véhicule ? Quel dispositif mettre en place pour obtenir un faible coût d’acquisition ? (en anglais uniquement)

Active Capital vous propose une solution de call center externalisé vous garantissant des solutions adaptées à votre demande et des performances constantes. Découvrez nos prestations

Cas client: Barometre de satisfaction

Active Capital a mis en place pour Aramis auto, un des leaders de la disitribution automobile en France, un dispositif barométrique clients permanent sur le web: Remontée en temps réel des informations et traitement automatisé au service de l'optimisation opérationnelle de l'offre de service, à un coût extrêmement compétitif.

Cas client : British Telecom

Comment identifier et calculer la propension d’achat des clients ? Comment utiliser ces données pour lancer une nouvelle offre ? (en anglais uniquement)

Renault France Automobiles
Generating leads for Dealers

Challenge

Renault France Automobiles is a key player in the french car distribution.

The launch of MODUS would extend Renault's B-segment range with an innovative car that is roomier than Clio and more versatile than Twingo. To achieve it’s B-segment objectives, Renault France Automobiles had to quickly and dramatically generate Modus test drives within it’s dealerships.

The Big Idea
To quickly channel more traffic to dealership, we set up a targeted email-marketing campaign before the start of the mass-media campaign. The idea was to take advantage of the newness effect on targeted people in a purchase phase and to connect that flow to sales processes.

Strategic Solution
- The selection of the best opt’in databases of internet users in a pre-purchase phase
- A personalized HTML email to discover Modus and to arrange a test drive
- A dedicated “mini-website” aiming at “carrying” the prospect from the Modus advantages discovery to the “landing” on a formulaire to arrange a test drive (usually, email marketing campaigns dont use this fundamental step and a lot of prospect are being lost betwen the email and the corporate website).
- A dedicated back office to track requests;
- An automated response by email to requests
- A dedicated team to confirm test drives by telephone
- A reporting module to dayly monitor leads, meeting, and sales

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Measures of Success
The Modus email marketing campaign raises issues about how you can benefit from using the most relevant data bases and implementing the right process to link prospects and sellers.

- People visiting the “mini website”: 24% of the emails sent
- Test drive arranged: 17% of the prospects that have visited the “mini website”
- Cost of each test drive arranged: 55€

This campaign allowed Renault France Automobile to achieve a dramatically low cost to win new clients, as well as to convince salespeople that Internet contacts are not virtual !

Mentions légales